JustGiving, the world’s social platform for giving, has appointed RAPP as its CRM partner in the UK as it launches new Twitter campaign in the run up to “season of giving”.

Following a pitch against undisclosed agencies, RAPP has been appointed to support JustGiving in its mission to connect causes with people who care as it launches a new social platform for giving.

JustGiving’s new platform allows anyone to see the amazing things their friends are doing for the causes they care about. RAPP will help JustGiving to connect fundraisers’ activity across all channels, from email to mobile and social.

“JustGiving are leading the way in revolutionising giving,” said Carolyn Stebbings, managing partner at RAPP. “Their ambition to really understand consumer behaviour to create a fully connected online real time experiences across social, mobile and email, is incredibly exciting.”

Twitter users are sharing the causes they care about in JustGiving’s #ICare Twitter campaign, backed by Katie Price, Krishnan Guru-Murthy, Sinitta and Arlene Phillips, among other high-profile figures.

The company hopes the campaign will give charitable donations a boost as with just a month to go until Giving Tuesday, the global day of giving.

“JustGiving is going through an extremely exciting period of innovation as we become a social platform for giving,” said Charles Wells, JustGiving CMO. “Understanding our users’ behavior and giving them a seamless experience across all channels is an incredibly important piece of that puzzle.”

Since launching in 2001, JustGiving has helped over 22 million people to raise £2bn billion for over 13,000 charities. Over 10 million people are now registered with the platform.